Introduction
Personalized push notifications are an effective way to boost user acquisition, retention, and engagement. It is about sending the right messages at the right time to the right user. Since the introduction of web push notifications in 2009, marketers are using best practices to send push notifications to keep users interested in their products and services.
The standard approach of pushing the same copy text notifications to everyone is out of the way. Users are more excited and interested to see personalized push messages customized for them, which increases the notification’s open rates. A recent survey says that personalized web push notifications have 800 times open rates than generic advertising
What are Personalized Push Notifications?
Personalizing web push notifications means adding relevant and valuable messages according to your user interests. It adds up more value to your notifications and develops a bond on a more personal level.
Businesses need to refer to the key details like user’s website visit behaviour, interests, past reviews, age, gender, location, and more to optimize a personalized push notification. For this, marketers need to collect the user’s data for recognizing and sending relevant notifications to reach the user’s touchpoint. So, we need to design more personalized and targeted push notification campaigns to engage more right audiences.
Reasons to use Personalized Push Notifications
Relevancy
Personalization will increase the relevance of your notifications and improves engagement. This requires understanding user needs by observing their actions and prioritizing the notifications.
For example, let us consider you have received a push notification about a sale from your favourite brand. There is a high possibility that you open or save the notification to check the offer.
So, personalised push notifications increase the users relevancy with your brand and build trust and loyalty.
Efficiency
Personalized push notifications boost your marketing campaign efficiency. It drives the right traffic that performs meaningful actions. Also, users will be interested in receiving your personalized notifications as it saves time in searching for meaningful updates among all others. It improves the user experience with your push notification service and decreases the opt-out rate of subscribers.
Engagement
The main purpose of adding personalization in push notifications is to increase user engagement. From the survey of over 1 Billion+ push notifications per day, we have observed a high view and open rate of personalized push notifications. Users are more likely to relate to relevant push messages. So, if you want to increase website or app engagement you need to implement a push notifications platform.
Creating Effective Content
Creating content for specific users is more interesting than for generalized audiences. As the push notifications are crispy messages you can write more interactive content with personalization.
Here are a few more reasons why we need to add personalization in web push messages.
- Evoke emotional responses from the users or subscribers
- Bring back the dormant users
- Improve brand consistency by staying connected with users
- Make your target audiences more involved by addressing their needs
- You can stand out from competitors with a personal touch in notifications
- Boost conversion rates by sending relevant notifications in precise timings
- Reduce customer search journey by redirecting them to the product page
Use Cases of Customized Push Notifications
Making the right use of personalized messages is crucial to taking the leverage of push notification marketing. Here we have curated a few use cases for staying relevant with personalized push notifications.
Send Push Notifications As per User Behavior
The marketing team can track the user behaviour on the website and use the data to engage them further with web push messages. You can check their website visits, time spent on web pages, products added to the cart, and more.
For Example, a news website tracks individual user behaviour and sends important push notifications according to their most viewed category.
The above push notification gives generic advertising to the user about the new alert.
Whereas this push example notifies the user, particularly about the updates from the sports category according to the user view rate.
Remind Users About their Cart Abandonment
The major challenge for online shopping websites is cart abandonment. It is estimated that an e-commerce site has about 97% of unattended carts which are not turning into sales. This is because of many reasons like numerous options of brands, prices, and shipping costs available for the same product. Marketers can use the Shopify web push tool to send notifications about cart abandonments, and in-stock alerts to users or visitors and convert them to customers.
For Instance, let us consider a user who has added products to the shopping cart and has not made a purchase for a long period of time. In this case, you can send a personalized notification with a discount on the cart only for him.
Here, you can see a customized notification for the user providing discounts on their cart. It has the potential to drag the user and make a purchase.
Another example of a push notification conveying the message of back-in-stock from a user wishlist.
Send Recommendations Using Transactional Notifications
We know that transactional notifications are responses to user interaction with the website. These notifications include information about shipping, estimated delivery, account validation, and others. Modern marketers say that we can use these transactional messages to promote the brand, engage users, improve conversions, provide details about products and services, and many others.
Suppose, when an online retailer sends the transactional message of successful payment, he can add the details of upcoming sales, discounts, or collections on the purchased brand. So, it helps to drag the user interest to re-visit the website and make a purchase.
Example,
An e-commerce website can send recommended products based on the customer’s previous purchase in their order confirmation push notification.
Awake Inactive Users with Personalized Notifications
Personalized web push notifications are the best way to re-engage inactive users to your websites. To make this work you need to send a conceptual message with the right timing. Digital marketers can perform data analytics to know the user visit frequency and remind them about the brand. So, once the user reaches a certain period of inactivity, you can push personalized notifications to win them back.
You can also add emotional words like “We Miss You”, “Come Back”, “For You Only”, and “Exclusively” in the push notification that makes your audiences perform the action.
For Example, Instead of creating web push messages like generic advertising
- Hey, Sammy Check the new collection for this monsoon
Try interactive like
- Hey, Sammy We Miss You. Come back and check out new collections from your favourite brands.
Check out the below push notification sent to target the inactive users of a food-delivery website.
In the above push notification, the food delivery website used an interactive sentence addressing the user.
Tips To Execute Personalized Push Notifications Campaign
The key to making personalized messages work is not to make users annoyed with the messages. So, here are a few tricks that help you execute the push notification personalization strategies effectively.
Use Segmentation for Personalizing Messages
Segmentation helps marketers to get insights into the customers for creating effective one-to-one marketing campaigns. You can segment the subscribers in terms of countries, browser, platform, state, city, subscription date, day of the week, hour of the day, and last visited date. This helps to reach subscribers’ needs with your products and services at the right time and make more profits.
The push notification segmentation is simple using the push notifications tool and helps you to engage targeted users. When users allow the opt-in for push notification, you can collect the subscriber’s data like country, city, OS, IP address, browser, and subscription date which helps you with segmentation. Markets can select a particular segment while pushing notifications and reaching the targeted subscribers.
For Example, let us consider a fashion outlet that has a store at Pitt Street Mall, Sydney. It can segment subscribers in terms of city and web push notifications to target the audiences with promotions and offers.
Let us see another example of targeting new subscribers to an e-commerce website with push notification segmentation. In this, you can segment the subscribers according to their subscription date to push the notifications.
The above is the push notification example of an e-commerce store with a promotional offer for new users.
Compose Creative Personalized Push Notifications
A good notification can make users perform actions that can increase your website traffic and conversion rates. After the first step of user segmentation, you can compose prompts based on data and make them sense like customized. Prepare the right push notification template that converts more for your industry.
- Always address the users with warm words like Friend, Buddy, Hey, and Hello that create attention for notifications.
- You can add rich content like emojis, images, and CTA to convey messages by using minimal text.
- Make sure you maintain an ideal count of 40 characters in notifications to avoid truncation. So, the user can read in one glance and perform the action.
Always consider a test run before you execute the push notification marketing campaign with your users. You can send personalised push notification templates to a few internal devices and make changes.
Give Privacy To Your Users Personal Information
Digital businesses need to consider their boundaries for collecting users’ data. With new user privacy regulations like GPDR coming into force, few companies are hesitant to include a personalization strategy. But, there is no need to worry about it as we can collect the data of users from their website activities like clicks, sub-domains visits, cart products, and others.
You can take the consent of users before asking for personal details by explaining how this can help to improve their website experience.
Track Push Notifications
Sometimes, web push notifications do not turn out to work effectively. It may be because of the poor optimization of push notification marketing to target audiences. So, experiment with the first few campaigns to know the timings and open rates of notifications. You can also refine content with emojis, images, and text that can resonate with the users. Check out the guide to sending push notifications with an analysis of different industries and given the best frequency, timings, notification content, and more.
Cost of Personalized Push Notifications
It is not essential that push notifications need to be costly. There are free push notification services available out there. Check for the features that can help you with personalizing push notifications like segmentation, tracking and flexibility in writing creatives.
Among the web push notifications provider, remember to go through the Truepush push notification tool. You can send free notifications to unlimited subscribers with access to all advanced features.
Conclusion
Among all push notification types, personalized messages are the best to drive users with high engagement and retention rates. You can try all these personalization best practices while planning push campaigns.
Reach out to Truepush, a free push notification service to send unlimited web push notifications to unlimited users for free with unlimited possibilities.
